Sensitive data is more available than ever. While this is good news for businesses emphasising their analytics initiatives, it also brings increased risk. As organisations begin leveraging and sharing more sensitive data, the threat of a breach also grows. Balancing data security and privacy with successful and user-friendly algorithms is a challenge, to say the least. Organisations must now ensure that they have taken all the necessary precautions to protect their sensitive data without entirely altering UX and losing the ability to analyse and innovate from data findings to remain competitive.

By now, you should be no stranger to the issue of data and privacy. As users of digital products, we know that when we give a third party our information online, we’re entrusting them with our personal information. Literacy around personal data protection is an increasingly popular topic, but what does this mean if you’re the one asking for the data?

If you are a business owner, ask yourself, ‘Am I handling my customer’s data responsibly?’. If you aren’t entirely sure how to respond, this article will help you.

What does this mean for your existing client data?

If you’re an established business, chances are you have a contact list or CRM of some sort. The best place to start when practising good data management is with what you currently have. Below we’ve provided a list of bare minimum considerations:

Update all passwords to access the CRM have multiple cases, characters, and special characters.
Ensure 2-factor authentication is enabled on all accounts related to the business.
Ensure your privacy policy is accessible and up-to-date on your website.
Ensure that those who have access to the data are educated about good data handling practices.

What should you do to ensure best practice when it comes to digital marketing?

Social Media

This goes without saying, but be aware to never release clients’ personal data to the public - both on purpose and accidentally. We know it might sound silly, but is it that far-fetched to imagine you could take a screenshot of a client’s email and accidentally post it in a carousel on Instagram? Make sure if you’re handling clients’ data on your personal devices, to take extra steps to ensure information is not shared.

Email Marketing

Respecting your client’s data also means you respect how you use it - even if they have given it to you for the specific purpose of communication. Avoid spamming your customers and be transparent about how often you’ll be in communication with them where you can. This can simply mean updating the blurb on your calls-to-action for a newsletter sign-up.

Paid Ads

If you’re running paid ads, you’ll be beholden to the privacy constraints of specific platforms. For the most part, these platforms will regulate how you can interact with audiences. However, if you’re collecting personal information via a form in exchange for an e-book download, for example, you’ll need to ensure that your privacy policy is updated to outline how you’ll be using the data you’ve received. Additionally, when collecting data via third-party platforms, you will have to ensure a safe and secure method of transferring that data to your business’s chosen CRM. Oftentimes there are integrations you can opt for, but when there aren’t, ensure that files are downloaded and filed securely.

Are there any laws businesses should be aware of?

You can visit OVIC’s website to read up on legislation concerning data and privacy.

At Content Smith, we aren’t data and privacy specialists, but we are digital marketers who are extremely aware of the impact that owning and utilising someone’s personal data can have. If you’ve got any questions concerning how best to protect your clients and your business in your digital marketing efforts, please don’t hesitate to get in touch.

Data Security in Digital Marketing